Doubled Digital Marketing Budget
Knowing Offline Impact Made the Difference
The client had access to extensive web analytics, but no data on what mattered most: offline sales driven by the website. The marketing team had created an assumption based model to quantify offline sales by website visitors – many felt digital was having a greater influence than estimated, but they couldn’t prove it.
Drive offline sales
KnowClick’s system was used to measure total offline sales influenced by the website.
Annual revenue influenced by digital was more than five times what the client had assumed
$152M rather than $30M
For website visitors coming from paid search, annual revenue influenced by digital was more than seven times what the client had assumed
$37M rather than $5M
We accounted for attribution by finding that 64% of buyers driven by paid search were not considering the client until their website visit. This meant that $24M annual revenue was directly attributable to paid search
Return on ad spend was about 23 to 1
Executive team doubled spend on digital (increasing ad spend and team size).
Marketing team doubled paid search budget, leading to revenue driven by paid search almost doubling.
2x more revenue driven by paid search
2x more investment in digital by the client
How We Did It
KnowClick captured the entire customer journey of a representative sample of website visitors from initial website visit to in-store purchase
KnowClick launched high response surveys, capturing extensive information about visitor needs/intentions and then connecting that to their website behavior. Half the respondents provided their contact information to participate in a later survey
One month after their website visit, KnowClick emailed a purchase survey to visitors who provided their contact information. Respondents were asked who they ultimately purchased from, why, and much more.
KnowClick integrated the data from the different touchpoints: survey data of website visitors, their website behavior, and their offline purchase data.
Survey Bias Removal
The most important step. KnowClick used algorithms to remove survey bias at each step and make the data representative of all visitors.
Is KnowClick really sure that website visitors spend $152M a year?
Close to it, yes. It’s important to get close to the actual impact so the right business decisions are made. This client thought that the website influenced $30M in sales but we found it was 5 times that. If the number was actually $140M or $160M, the budget increase would probably have been the same.